Let’s talk about money.

As the podcast medium grows, it’s been unsurprising that the conversation has shifted towards advertising and monetisation. In 2021, US podcast advertising was estimated to be worth $758m – in 2025, Forrester estimates that number will be closer to $2.4 billion.

So how do we unlock that cash? From the traditional ad-funded model to – now – the potential of offering paid subscription plans to listeners there are plenty of ways for makers to finance their pod creations. So I thought it would be fascinating to set this question to our experts and hear their thoughts on the matter.

How should new (and old) podcast makers approach the advertising space? For those dealing with more sensitive topics or audiences (ie kids) is there anything particular that creators should keep in mind?

Take a look at what they said below…

The Editor

Maggie McGuire

CEO of Pinna

“I’m convinced that podcast distribution needs to be as varied as our customers”

Because there are many kinds of consumers, I believe product owners and creators need to be open to many different ways in which to make their products accessible - and that goes for podcasts, too.

Right now, we’re seeing a number of different models emerge in the podcast space and all have merit. Advertising-based free access has been around the longest, subscription services like Pinna have started to emerge over the last two years and some creators are also now selling access via a la carte purchasing and bundling.

Pinna currently offers a few different ways to listen to Pinna Original podcasts.

You can access our exclusive podcasts via a monthly or annual subscription to our full audio streaming service and get access not only to our original podcast content, but to thousands of other podcast episodes, songs and stories from our partners and third party creators all in one place.

Additionally, for consumers who might not be ready for a full subscription, but want to listen to a stand alone Pinna podcast, they can purchase a season or bundle of seasons outside of our subscription paywall via an a la carte purchase for one fixed, flat fee. Membership models and ad-based models, I believe, will continue to live side by side with these newer models.

I’m convinced that podcast distribution needs to be as varied as our customers

Eric O’Keeffe

Host/Creator of children’s podcast What If World

“I remember some ads and jingles from my childhood better than some movies and TV shows, so I know the influence our show can have and I take that responsibility seriously”

We should all be supported by progressive kid-focused NPOs with limitless resources. Socially responsible podcasts for children are invaluable.

Until then, ads are my main source of income. I am incredibly grateful to all 301 of my supporters on Patreon, but patron conversion is harder for kid-casts than for adult podcasts.

Generally speaking, we are careful to set apart our audio so families know they’re hearing an ad. We’re only going to give a host-read endorsement when it is deserved, and we can offer an ad-free feed to patrons.

With streaming services on the rise and the pandemic continuing unabated, conventional TV commercials are dwindling. NPR, MPR and Kids Listen studies have shown that parents listen with their kids the majority of the time. New sponsors are going to start to see this.

I am speaking to families, but targeting adults. Kids don't want you to talk like they aren't there. I let children know that I'm directing the ad at grownups, but I still try to make ads fun for everyone to listen to.

I remember some ads and jingles from my childhood better than some movies and TV shows, so I know the influence our show can have and I take that responsibility seriously.